In today’s digital-first world, it’s easy to overlook the power of traditional marketing. However, when it comes to attracting new patients, direct mail campaigns—especially those targeting people who recently moved to your area—remain a highly effective strategy. Here’s why direct mail should be part of your dental practice’s marketing arsenal and how it can deliver long-term value.
Why Target New Movers?
People who have recently moved are looking for new service providers, from grocery stores to dentists. They may not have established ties with a local practice, which means they’re actively searching for dental care. This is a prime opportunity for your practice to make a great first impression.
Cost-Effective Marketing with High Returns
A well-planned direct mail campaign can be surprisingly cost-effective. For example, mailing 2,000 6×11 panoramic postcards costs around $3,300, plus an initial design fee of $500, for a total investment of $3,800. While that may sound like a sizable investment, the numbers quickly add up in your favor.
Let’s break it down:
- Total campaign cost: $3,800
- Lifetime value of a new dental patient: Per the American Dental Association (ADA), patients typically spend approximately $650 on dental care annually. If you can keep 1 patient sourced from direct mail with your practice for at least 6 years, their estimated lifetime value (LTV) would be about $3,900.
As you can see, if your campaign results in just one new patient who sticks around for at least 6 years, you’ve more than covered the cost of the mailing. Any additional patients attracted by the campaign are pure profit for your practice.
Personalized Marketing that Stands Out
Direct mail offers a level of personalization that can be tough to achieve through digital channels. You can craft a message that speaks directly to new movers, welcoming them to the neighborhood and offering a special promotion for new patients. A well-designed postcard can create an emotional connection and give your practice a warm, inviting presence that resonates with potential patients.
Tangible and Memorable
In a world where people are bombarded with digital ads, physical mail stands out. A beautifully designed, panoramic postcard can leave a lasting impression, especially when delivered to someone actively looking for a new dentist. Unlike digital ads that may be ignored or forgotten, direct mail sticks around—it can be hung on a fridge or kept as a reminder for when they’re ready to book an appointment.
Measurable Results
Many dentists are hesitant to invest in direct mail because they fear they can’t measure the return on investment (ROI). However, tracking results from direct mail is easier than ever. By incorporating unique phone numbers, tracking codes, or specific offers for new movers, you can monitor how many new patients come in as a direct result of your campaign.
Direct Mail Complements Digital Efforts
Direct mail doesn’t have to work in isolation. In fact, it can complement your digital marketing efforts. After sending postcards, you can follow up with targeted digital ads or emails to the same audience, creating multiple touchpoints to build trust and brand awareness.
The Bottom Line
For dentists looking to expand their patient base, direct mail campaigns targeting new movers offer an excellent opportunity. The cost of mailing 2,000 postcards may be around $3,800, but with just one new patient, you can recover that initial investment over time. Given the lifetime value of a patient, this strategy offers immense potential for long-term growth.
Are you ready to get started with direct mail? Contact the Bullseye Media team to discuss how we can help you design a campaign that fits your practice’s goals.
